In today’s digital age, is it still even worth it to use real estate postcards? You might think that social media and online advertising are the way to go. However, direct mail marketing is still a highly effective method for a real estate agent to reach prospective buyers. The best way to market yourself for real estate is with an omnichannel campaign including both online and direct mail advertising. In this post, our experts from Local Leader® discuss how realtor marketing postcards are still a successful tool for marketing and why they should be a part of your promotional campaigns.
Why Should You Use Real Estate Postcards?
Your mailing lists for prospective buyers should be as targeted as possible to ensure that you reach the right audience. For example, although many realtors may choose to mail to all names in a particular region or zip code, that’s often the least cost-effective method of reaching buyers. Even though it usually costs more money for a list of individuals that meet particular criteria, the higher lead-generation rate often makes it more cost-efficient in the long run.
1. Direct Mail Provides a Better ROI Than Digital Marketing
But wait, we haven’t answered your question yet: Are direct mail realtor postcards even worth it? Yes, they are. Consider these statistics from current research:
- The average ROI (return on investment) for direct mail marketing is between 15% and 17%
- Direct mail marketing can outperform digital marketing (based on responses) by more than 700%
- About 67% of American adults agree that direct mail is often more personalized than email
Think about it like this: Everybody opens their mail, but not everyone goes online.
2. You Can Create Highly Targeted Direct Mailing Lists
Postcard campaigns and other types of direct mail marketing are no longer just limited to demographic data, such as who lives in a particular zip code. Now, you can use tools and lead sources to get highly targeted lists that provide a much higher ROI based on responses. You can also sort your mailing lists based on demographics like age, income, employment, and family size.
3. Postcards Are More Affordable
It’s true that direct mail isn’t the least expensive form of marketing out there. However, it is more affordable than many other types, including TV, magazines, etc. In addition, it’s also cheaper than many other forms of direct mail marketing, such as letters, brochures, or any other paper that requires an envelope.
Postcards are small, which minimizes the cost of paper and ink. However, they still provide enough space to add high-quality images or visuals, including pictures of just-listed or just-sold homes, your headshot, company logo, etc.
4. Realtor Postcards Are Easy to Track and Measure
One of the best parts of choosing a direct mail marketing campaign like real estate postcards is the ability to track and measure responses. While some forms of advertising don’t offer this benefit, it’s very easy to monitor the performance of a direct mail campaign. You can tell who responds to your advertising and then use that data to refine and improve your marketing techniques for maximum results.
Tips for Creating a Successful Real Estate Postcard Campaign
Remember, the key to a successful direct mail campaign is targeting the right audience. Below are some more tips you can use to make real estate postcards as effective as possible. However, to learn more on real estate geo farming techniques, check out this article.
1. Use a Professional Postcard Template
Potential home buyers want to work with a realty company that’s reputable, trustworthy, and successful. Using a high-quality postcard template, you can make your mailers look as professional as possible, showing clients that you are a top-rated agency and will help them achieve their home-buying (or selling) goals.
2. Mail Out Postcards Consistently
If you’re going to utilize a direct mail campaign using postcards, it’s essential to remain consistent. When people look at a postcard in their mailbox, you want them to remember it. However, if you only send out one every year, the chances of them remembering your face or company are low. Try to mail postcards at least once a month.
3. Include a Strong Call to Action
Clients are unlikely to respond or reach out to your agency if you don’t include contact information and a strong call to action (CTA). The goal is to get clients to take action by calling, emailing, reaching out to your social media page, or visiting your agency. Be sure that your CTA is direct, clear, and concise.
4. Use High-Quality Visuals
When mailing postcards, be sure to include a high-quality, high-resolution image of the home or your headshot. If the home you’re advertising has any special features, showcase them. Postcards are small but have enough room to include images highlighting the best qualities of your listings.
What To Include On Real Estate Marketing Postcards
Before you send out postcards, be sure that they include the following:
Contact Information: Add the name of your agency, your name, phone number, address, website, email, and social media profile links.
Listing Description: While a picture is worth a thousand words, don’t forget to include a few short bullet points describing the listing and its best features. For example, you can list square footage, bedrooms, and any special features (outdoor patio, gaming room, jacuzzi, pool)
Keep it Simple: Don’t bombard your postcards with too much information. Most people only skim the main bullet points, so keep them short and concise. Double-check your writing to make sure there are no spelling or grammar mistakes!
Launch a Successful Direct Mail Campaign With Real Estate Postcards
Despite our digital world, direct mail campaigns featuring realtor marketing postcards are still highly effective. By using specialized targeting, you can maximize your lead generation and ROI while keeping costs low. If you don’t have the time to manage your ad campaigns, consider investing in services from experienced real estate marketing agencies.
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